Sajid Anwar, Ph.D.
The purpose of this research is to provide an efficient tool that will allow small and medium sized business in UAE to get insights on their customer attitude towards their brand name based on data collected from Twitter. While our solution can be useful for larger enterprises as well, the main benefit is for small and medium enterprises that cannot afford to pay for speculated marketing consultant companies for improving their relationships with the customers. Our approach provides an automated way to give insights on the state of the buyer-seller relationship taking advantage of social media information. In this work, we propose harvest data from Twitter and extract the dynamic aspects of user attitude towards a brand name. More importantly, we focus our research on measuring the parameters that influence user trust and develop indexes that identify the strength of the relationship to the brand name. These performance metrics will present the evolution of user behavior and will be mapped to specific relationship states. Our research is useful for the cost-effective development and evaluation of relationship marketing strategies of UAE enterprises.